Once again, The New York Times is planning to distribute Google Cardboard viewers to its "most loyal digital subscribers." It's the second time NYT has collaborated with Google to hand out Cardboard viewers to subscribers—the first time was in 2015 when it gave away more than a million viewers to celebrate the launch of its VR app.

For its second act, NYT is handing out 300,000 more Cardboard viewers. The giveaway is aimed in part at promoting "Seeking Pluto's Frigid Heart," a stereoscopic VR experience that allows viewers to soar over Pluto, including "never-before-seen rugged mountains and brights plans," along with standing on Pluto's surface while its largest moon hovers in the horizon.

NYT had a hand in creating "Seeking Pluto's Frigid Heart." The media
outlet worked with the Lunar and Planetary Institute and the
Universities Space Research Association to model accurate
three-dimensional virtual worlds using data curated by NASA's New
Horizons spacecraft.

The other part of the promotion involves bringing more attention to NYT's VR app, which is free to download from Google Play and iTunes. The newest version of the app adds support for video streaming. It's proven somewhat popular since debuting last year, with more than 600,000 downloads to date—not too shabby considering that VR is still an emerging technology.

For this round of giveaways, NYT is focusing on its digital subscribers. Lucky recipients will be selected based on the duration of their subscriptions, so not all digital subscribers will make the cut. NYT announced in October of last year that it has passed the one-million digital-only subscriber mark.